With the allen key as the star of the show, the new IKEA campaign sets out to ‘undo the IKEA living room you have put together in your head’.

This iconic symbol of the IKEA allen key takes us on a journey to different houses with very distinct styles, where the protagonists are unable to distinguish which pieces of furniture in their living rooms are from IKEA and which are not.

IKEA demonstrates that whatever your style, there is always space in the lounge for their furniture and products, destroying negative preconceived notions that have been picked up from research, such as IKEA living rooms all being very similar and of a very defined Swedish style.